Several newspaper companies, including the New York Times and Gannett, have voiced fears of a slower than expected rebound in local advertising. However, national advertising in Hispanic newspapers and magazines is increasing.
…and national gains strength.
According to a recent Portadatm survey, Entertainment & Media, Food & Beverages, Drugs, and Personal Care advertising categories are poised to grow by at least 5% over the next 10 months. Most of the interviewed print media buyers also stated that magazines are their favored vehicle. (See “Exclusive survey of print media buyers,” page 1 Portadatm No. 5, September/October 2003). Additionally, a recent survey of 100 marketers by the Association of National Advertisers (ANA) showed that 72% of the respondents target multicultural markets, and almost half of those not currently engaged in multicultural marketing (46%) plan to do so in the future.